In 2008, Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, with a strategy centered around projecting confidence even without a solid client base. Initially, her husband questioned her ambition as potential clients called, expressing interest in travel services she claimed were fully booked, despite having no actual customers at the time.
Fast forward sixteen years, and India’s strategy to “fake it until you make it” has proven successful. She now caters to high-profile clients, including former President George W. Bush and celebrities like Mariah Carey, all of whom earn over $100 million annually. Despite their wealth and power, India emphasizes the importance of genuine care and connection in her services.
Having previously worked as a server for five years, she learned to understand people’s needs, which she believes is crucial in catering to her exclusive clientele. India’s ‘black book’ includes over 2,000 contacts within the hospitality sector, allowing her to personalize unique travel experiences that her clients often cannot access themselves.
India notes that her clients often have a vision for their experiences but lack the resources to achieve them. Her skill lies in interpreting their goals and delivering tailored experiences. However, her commitment goes beyond just securing glamor; she aims to provide meaningful encounters. For instance, despite its prestigious reputation, she chooses not to sell reservations at the French Laundry in California, believing that nearby Single Thread Farms offers a more enriching experience.
Her creativity shines through in the exclusive events she organizes, such as candlelight dinners in Versailles and brunches atop the Arc de Triomphe. India often pairs dining experiences with meetings with notable personalities, having arranged meals with the Hermes and Fendi families.
At times, her clients seek simple comforts. During a trip to Ethiopia, she ensured President Bush had familiar snacks like peanut butter and non-alcoholic beer, and arranged for him to be welcomed by local children wearing Texas Rangers hats.
India’s approach to her business reflects her belief that luxury is not solely about opulence but also about authentic and meaningful experiences. She engages with a wide range of individuals, from drivers to restaurant staff, to discover the most interesting options for her clients, affirming that the essence of their experiences transcends mere luxury.